'I' before 'e' (commerce)

PUB. DATE

October 1999

SOURCE

Advertising Age;10/25/1999, Vol. 70 Issue 44, p90

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

This article reports on the launch of an interactive television advertisement by Denmark-based Lego Group featuring an electronic commerce element, as of October 1999. The advertisement is to be launched in the U.S., Denmark, France, Portugal, Spain and Great Britain. The 30-second commercial from Ammirati Puris Lintas and APL Digital uses dancing droids under a disco ball to show the range of possibilities that Lego robotics sets offer. The limited number of people who have WebTV also will see a letter i appear on the right-hand corner of the screen, indicating the advertisement is interactive. If viewers push the Go button on their WebTV remote, the video image is resized into a smaller screen and surrounded by interactive tiles enabling the viewer to buy a Star Wars-theme Droid Development Kit directly through the television set